Purpose – Despite efforts by researchers and managers to better link marketing activities with business financial outcomes, there is general agreement that by and large chief marketing officers (CMOs) (and marketing in general) have lost strategic decision-making influence within...

Purpose – Based upon primary research, the purpose of this paper is to highlight the three main sources of frustration about the marketing scholars’ community current status quo. It delivers feasible solutions and describes, using the example of the Special Issue, how to overcome these...

Purpose – Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer...

Die Kultur ist ein wichtiger Standortfaktor geworden, und die Kulturwirtschaft gilt in vielen Regionen als Hoffnungsträgerin für die Beschäftigungsentwicklung. Ein Bericht über die Situation in Zürich.